One of the biggest changes in how people shop is the Internet. But maybe not the way you think.
Sure, you can comparison shop all over the world, you can see what’s available in far-flung markets, and you can even find a bricks-&-mortar shop that’s to your liking, but the biggest change that all our inter-connectivity has wrought?
Opinions. Reviews. Actual people talking about some place you’re interested in.
I mean, seriously, wouldn’t you want to shop in a consignment shop that got reviews like these?
Great place, lots of selection, and wonderful staff!!
Beautiful new store with lots of designer clothes to outfit every occasion.
You can almost always find what you need here and the prices are always fantastic. Really nice oversized fitting rooms with fans, chairs and lots of elbow room. Go often, new things are added daily, and here’s a tip … if you like something, buy it now because it won’t be there later!
People believe other people.
For good or bad, of course, but mostly for good. So be alert for, and use, any words of praise you receive as a marketing and advertising tool. Monitor Yelp, CitySquares, InsiderPages and the like regularly, even if you detest those sites as a shopkeeper for their unfair practices. Just grab up the good reviews and save them to use as “word of mouth.”
If your shop’s in the running for a “best of…” type of award, monitor and save the most eloquent of comments, such as Larger Than Life is currently receiving. Contest pages are usually taken down at the conclusion of the voting, so stash those words of praise away in a file to use the next time you need a boost… or something fresh on your web site, blog, or social media. Imagine being about to post
“Have you heard what people are saying about MyShop: Judy K said….”
As far as those nice comments you hear in your shop, how about:
When a customer expresses satisfaction with her purchase or tells you how much she loves your store, create a device to capture that testimonial before it walks out the door with her. Train employees to respond with, “We love to hear that! And if there’s any way we could get you to take a few minutes to write that down on this little card, we’ve got a special gift certificate in the back that you can use in the store right now.” (Read the whole article at http://www.homeaccentstoday.com/article/546884-Retail_Ideas_That_Work.php)
Update 2018: Of course, nowadays we’d change that suggestion to asking if we could video that customer on the spot, with her kind words. (If she protests that she doesn’t look her best, suggest you just tape her hands going through the racks or her back wandering through the shop while she speaks her praise!)
Auntie Kate The Resale Expert 